For the first hypothesis we have two variables here, 1: CET-level (ordinal scale with two values: High-level CET and Low-level CET) and 2: Brand Associations with local brands. The first hypothesis would be confirmed if one “value” (high level CET) would have a mean for local Brand Associations above 4 (we used a likert scale). For the second hypothesis we have three variables here, 1: CET-level (ordinal scale with two values: High-level CET and Low-level CET), 2: Brand Associations with local brands and 3: Brand Associations with global brands. The second hypothesis would be confirmed if the mean for Brand Associations with local brands is higher than for global brands for high-ethnocentric consumers. To keep in mind in both cases: we have non-normal distributed variables for Global and Local Brand Associations.

For both hypotheses we need to look at only high level ethnocentric consumers (mean above 4 on likert scale [N=33]). Our question now is how to exclude all low level ethnocentric consumers (mean below 4 on likert scale [N=309]) in order to perform the test for only high level ethnocentric consumers and still use the whole sample. Also, we are not sure which test to perform.